09 Nov '17, 2pm

Thinking of Dumping Your PPC Program? Think Again by @GrpTwentySeven

Relationships are hard. And your company’s relationship with PPC is no different. You and your marketing team may give PPC your best shot — but still not get the results you expect. Ultimately, you become frustrated with paid search and decide to break off your on-again, off-again relationship. But, as with personal relationships, sometimes these breakups are based on misunderstandings. Only after you gain some distance — and more knowledge — do you realize you might have been too hasty in your decision. So before you send PPC packing, allow me to dispel four common misconceptions that lead to unfortunate PPC breakups. Misconception 1: PPC is a One-Hit Wonder I recently audited a PPC account of a floral arrangements retailer. When I dug into the account, I found that the cost per acquisition was around $80 — and the average sale was also around $80. This kind of finding ma...

Full article: https://www.searchenginejournal.com/ppc-program-misconcep...

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